Red Star Brands, an innovative distributor of disruptive drinks and snack brands, has announced the first national retail listing for its RTD brand, Four Loko.

Three flavours of Four Loko – Tropical, White and Blue – will be included in the launch with at least one SKU available in 451 Morrisons and 671 Morrisons Daily stores. The brand will start to roll out to all stores at the end of April 2024.

The RRP is £3.49 per 440ml and the brand will also participate in the ongoing category-wide promotional deals of 2 for £6 and 3 for £8.

Four Loko is a high ABV vodka-based drink in 440ml cans (8.4% ABV) in eight vibrant flavours – White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz and Sour Apple.

The US brand launched into the UK in 2021 and has had a meteoric ascension to become the #5 brand in total GB convenience. It is one of the fastest growing RTD brands in the UK adding £7m value growth to the category in the last 52 weeks. [L52wks to18 February 2024].

With the total flavoured alcoholic beverages market worth £510 million in the UK, Four Loko has the #1 fastest selling SKU & 8 of the top 13 fastest selling SKUs in GB convenience (value).

 

Clark McIlroy, Managing Director, Red Star Brands, commented: “Four Loko has rocketed since it launched in 2021 and has quickly established itself as the go-to drink for Gen Z consumers looking for unconventional fun and full-on flavour.

“Its move into Morrisons demonstrates a shift in the RTD category as supermarkets recognise the opportunity to grow the category with truly innovative brands. We’re optimistic that Four Loko will continue to defy convention and appeal to Morrisons customers.”

The Morrisons launch activity will include branded POS including flags and signs to signpost the range instore, followed by a festival ticket competition campaign to reward customers. The range will be merchandised in the Party Drinks Aisle in both Morrisons and Morrisons Daily stores.

Ben Keegan from Morrisons said: “We’re seeing some brilliant innovation in the ready to drink category which is being driven by brands like Four Loko. We’re excited to bring this popular range to our stores which will give our customers a fantastic choice of vibrant pre-mixed drinks.”

Four Loko was developed in the USA in 2005 by three friends who met while in college. It has established itself as the leading RTD brand in the US, with its broad range of flavours and successful marketing drive to create ‘Epic Stories’ for millennials and Gen Z consumers.

Four Loko flavours include Dark Berry Burst, Tutti Frutti, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz and Sour Apple in 440ml cans (8.4% ABV).

Take a Seat!

 

 

WHO WE ARE

Red Star Brands was created to be a brave and ambitious champion for disruptive brands in the UK.  We partner with those who challenge consumer perceptions and industry norms; those whom no longer accept the status quo of a ‘one-size-fits-all’ approach to distribution and brand building.

Together, we are creating a new future for international brands in the UK guided by our values and fuelled by a talented and passionate team.  Our values shape us, from how we operate, to how we build relationships; and we have a record of creating sustainable platforms for iconic brands, including;

Starbucks, Califia, Sparkling Ice, The GUTsy Captain, Four Loko & Beer Lao

 

SUPPLY CHAIN ASSISTANT

DEPARTMENT Supply Chain
REPORTING TO Supply Chain Manager
LOCATION Belfast, Northern Ireland (12-month Maternity Cover)
DATE Q4 2023
Want to submit an application?  Please forward your CV to ciarancooley@redstarbrands.co.uk

Roles & Responsibilities:

·       Working with the Supply Chain Manager to manage the 3PL relationship, including:

Identifying & delivering efficiencies in the Supply Chain (order patterns, consolidation etc)

Monthly/Quarterly service level delivery reporting (3PL to key customers)

Day to day contact for all operational Supply Chain issues (outbound to customers).

 

·       Key point of contact for all retail multiples and other key customers for Customer Service and Supply Chain issues. This includes:

Dealing with all Customer Service and Supply Chain queries.

Analysis and resolution of issues.

Ensuring order accuracy, reporting consistently on service levels

Building and nurturing key customer relationships, with monthly / bi-monthly meetings

 

·       Working with the Customer Planner to ensure:

Sales order & sample order processing is done in a timely manner.

Resolving shortages/credit note requests in a timely manner.

Dealing with customer queries in a professional manner.

Ensure that Intercompany orders are raised on time.

Sales orders are invoiced off on time.

Cover for Customer Planner holidays

 

·       Key Point of contact for all Export Customer orders

Ensuring that the correctly dated stock is picked.

Liaising with the customer and customer haulier to arrange collections.

Ensuring that the relevant paperwork is completed ahead of collection.

 

·       Responsibility for Red Star’s Chep Pallet Management

Working with 3PLs to obtain information on stock holding of Chep pallets and number of pallets that have been delivered to customers.

Uploading on a weekly basis to the Chep portal of all stock movements

Regular reviews with the Finance Director & Supply Chain Manager to review efficiencies.

Desirable Criteria:

 

·       Working knowledge of the GB Trade

·       Proven track record of working in a fast-paced commercial organization

·       Experience in working with a proven S&OP system

·       Dynamic, flexible, driven & motivated personality

·       Confident IT skills, particularly Excel

 

Package:

·       Company pension

·       36.5 hours per week

·       25 Days Annual Leave & 8 GB Public Holidays

Want to submit an application?  Please forward your CV to ciarancooley@redstarbrands.co.uk

FOUR LOKO TOASTS ITS RECENT SUCCESSES IN SCOTLAND

After celebrating success in the Scottish wholesale category, a vodka-based ready-to-drink (RTD) popular with Gen Z consumers, has recently relocated its premises and distribution centre to The Central Belt in Scotland.

The move by Four Loko aims to reduce food miles, support Scottish business and improve the wholesale service by reducing fulfilment times and offering rapid delivery.

It follows other recent milestones achieved by the RTD, including winning the Scottish Wholesalers Association 2023 Achievers Award, for the ‘Project Wholesale’ category, just 18 months after its launch in the UK.

The awards took place on 23rd February at the O2 Academy in Edinburgh, and highlighted best practice, outstanding performance and innovation across all areas of the wholesale trade in Scotland.

Since its launch in the UK in 2021, Four Loko has sold five million cans, expanded its range, and contributed £5.6 million to the category in Scotland*. Distributed across the country by Red Star Brands, it is the fastest selling RTD in the market and 2nd biggest RTD brand in Scotland**

Clark McIlroy, managing director at Red Star Brands said: “When we first launched Four Loko to the UK in 2021, we were excited to revive the dwindling RTD market with a newer, fuller flavoured rival, bringing provenance from America and acting as an exciting novelty to our Gen Z audience.

“Safe to say that the novelty hasn’t worn off, especially with Scottish consumers, who have remained Four Loko’s biggest fans over the years, so it made perfect sense to move the distribution and keep freight costs down for our biggest wholesale clients.”

Available in all Scottish wholesalers, Four Loko’s initial range of Blue, Fruit Punch, Gold and Sour Apple later expanded with the additions of Strawberry Lemonade, Tropical, and for a limited time in 2022, Sour Blue Razz, with further flavours launching later this year.

Andy Ferguson, business development manager in Scotland, added: “We are absolutely delighted to win a Scottish Wholesalers Association 2023 Achievers Award for Four Loko, which is something our team has been gaining traction on for several years now, thanks to the region’s leading independent wholesalers.

“The success seen with the Scottish market is second to none and we know this is because of the growing desire from consumers who crave fuller flavoured RTDs that don’t contain any energy stimulants; rather than hard seltzers which lack the flavour and taste that Scots are seeking.”

For more information about Four Loko, please visit www.redstarbrands.co.uk or contact info@redstarbrands.co.uk

Sources:

*IRI Central and North Scotland 30.10.22

** IRI Total Market 52 weeks 22.01.23

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